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undercutting
In a business context, this term carries a strong negative connotation of unfairness or aggression. It describes a strategy where a company deliberately sets prices lower than its rivals to steal customers. This is often viewed as a predatory tactic rather than a simple discount, frequently associated with the phrase "race to the bottom," where quality suffers because everyone is fighting for the lowest price.
In geological or environmental contexts, the term is descriptive and neutral. It refers to the physical process where water or wind removes material from the bottom of a slope or cliff, leaving the upper part unsupported. This is a technical term used in geography and civil engineering to describe instability.
In art and sculpture, it refers to a specific technical skill. By carving away material behind a protruding part of a sculpture, the artist creates deep shadows and a sense of three-dimensionality. In this register, it is a positive attribute of craftsmanship and detail.
Meanings
Examples
The new startup is undercutting the established brands to gain market share.
Stop undercutting my prices or we will both go bankrupt.
They are undercutting the competition by offering free shipping on all orders.
Constant undercutting of prices leads to a race to the bottom.
The river is slowly undercutting the bank during the flood season.
I wonder if the undercutting of the cliff face will cause a landslide soon.
The ancient ruins showed clear signs of undercutting caused by centuries of wind.
The sculptor used an undercutting technique to create a deep shadow beneath the chin.